For Vodafone's Anuradha Aggarwal, the challenge is for next big idea after the pug and Zoozoos
From the loyal pug to the playful Zoozoos, mobile services firm Vodafone has used unique characters to imprint its brand on consumers' minds
From the loyal pug to the playful Zoozoos,mobile services firm Vodafone has used unique characters to imprint its brand on consumers' minds. For 38-year old Anuradha Aggarwal, who is rather vividly designated senior vice president, brand communications & insights, the challenge is to look for the next big idea.
A lifer with Hindustan UnileverBSE -0.32 % (she worked in personal & hair care and revitalised a floundering salon chain), Aggarwal is using someFMCG learnings to keep brand Vodafone relevant. In a market in which services are becoming hard to distinguish from one player to the next, she has launched initiatives to make her brand stand out. "Vodafone is entering its FMCG phase of growth and it needs to find ways to stand out," the IIM Bangalore alum says.
Since April 2010, Aggarwal, a trained vocalist, has helped Vodafone find a new note by lending unique insights to the firm's marketing strategy. Aggarwal has a keen sense of shifting consumer sentiment and is able to nimbly alter her marketing strategy to keep pace. "She was able to see the mobile services market shift from pure voice to data and focus on providing fresh value to the consumer with smaller recharges and customised plans," says Piyush Pandey, executive chairman & national creative director for O&M India.
Despite the turbulent market, Aggarwal has managed to stay focused. "The industry is saturated and mobile services firms need to look ahead," she says. According to Pandey, Aggarwal has been successful because she's a democratic marketer, willing to listen to ideas from her colleagues and lean on inputs from her partners.
While Vodafone can take credit for the concept of the chota (small) recharge-for as little as Rs 20-Aggarwal has taken this one step further. The concept of a "bonus sachet" has allowed subscribers to top up their prepaid plans with just Rs 4 and not have to pay any higher calling charges. Users can therefore continue to make calls for as little as 20 paise, a privilege previously reserved for bigger recharges.
Since April 2010, Aggarwal, a trained vocalist, has helped Vodafone find a new note by lending unique insights to the firm's marketing strategy. Aggarwal has a keen sense of shifting consumer sentiment and is able to nimbly alter her marketing strategy to keep pace. "She was able to see the mobile services market shift from pure voice to data and focus on providing fresh value to the consumer with smaller recharges and customised plans," says Piyush Pandey, executive chairman & national creative director for O&M India.
Despite the turbulent market, Aggarwal has managed to stay focused. "The industry is saturated and mobile services firms need to look ahead," she says. According to Pandey, Aggarwal has been successful because she's a democratic marketer, willing to listen to ideas from her colleagues and lean on inputs from her partners.
While Vodafone can take credit for the concept of the chota (small) recharge-for as little as Rs 20-Aggarwal has taken this one step further. The concept of a "bonus sachet" has allowed subscribers to top up their prepaid plans with just Rs 4 and not have to pay any higher calling charges. Users can therefore continue to make calls for as little as 20 paise, a privilege previously reserved for bigger recharges.
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She's launched the Vodafone Delights campaign to boost subscriber retention and the 121 campaign to give subscribers a bespoke usage plan rather than a one-size-fits-all, which is the industry norm. The result: For 10 straight quarters, the firm has topped the Net Promoter Score, a third-party customer rating of all mobile services providers.
Marketing experts agree that in this time of churn, brands such as Vodafone have to work doubly hard to make sure they stay afloat.
"Brands have to keep abreast with what the consumer is commanding and demanding," says Harish Bijoor, a marketing consultant in Bangalore.
"Vodafone has managed to stay ahead of everyone else and often ahead of consumers themselves on this count."
Aggarwal has not been afraid to cull a losing cause. The telecom operator may have helped Blackberry with its catchy 'We're the Blackberry Boys' campaign, but has been equally quick to pull the plug as the smartphone maker's fortunes have waned. Personally too, she's not afraid of letting go of seeming holy cows-like jettisoning her iPhone for a Samsung S3-and penning a poem called 'My Apple Is A Lemon' to put words to her angst.
Even as she gets used to life after Apple, she's already thinking ahead of ways to keep Vodafone relevant in an ever-evolving market.
Marketing experts agree that in this time of churn, brands such as Vodafone have to work doubly hard to make sure they stay afloat.
"Brands have to keep abreast with what the consumer is commanding and demanding," says Harish Bijoor, a marketing consultant in Bangalore.
"Vodafone has managed to stay ahead of everyone else and often ahead of consumers themselves on this count."
Aggarwal has not been afraid to cull a losing cause. The telecom operator may have helped Blackberry with its catchy 'We're the Blackberry Boys' campaign, but has been equally quick to pull the plug as the smartphone maker's fortunes have waned. Personally too, she's not afraid of letting go of seeming holy cows-like jettisoning her iPhone for a Samsung S3-and penning a poem called 'My Apple Is A Lemon' to put words to her angst.
Even as she gets used to life after Apple, she's already thinking ahead of ways to keep Vodafone relevant in an ever-evolving market.
Source :RAHUL SACHITANAND,ET BUREAU
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